Pizza Patr&oacute;n opens in Cicero

Two weeks ago, the first Pizza Patrón, a carryout concept geared toward Latino families, opened in the Hawthorne Works shopping center in Cicero. It's the first location in the Midwest and just the tip of the iceberg, said Andrew Gamm, Pizza Patrón's brand director.

"We are in the site selection process for (location) two, three and four," Mr. Gamm said. "We're hoping to secure some leases as soon as possible – before the end of the year."

He said the company will start building around its first Cicero location, then move into areas with a Hispanic population of at least 35 percent.

The 26-year-old Dallas-based pizza chain wants to appeal to Latino families, as Crain's reported in August.

Store staff are bilingual, pizza toppings include chorizo and the music is always contemporary Latin. Pizza Patrón will even accept pesos, provided they are Mexican bills.

"We try to inject Latino culture into every aspect of the business," Mr. Gamm said. "If you're a non-Hispanic, then it's a unique experience."

Many of Pizza Patrón's locations are franchises, but the Chicago ones will be owned by Mr. Swad himself – not the corporation.

"We've been looking to get into market somehow and couldn't find the right partner," Mr. Gamm said. "We got impatient."

Mr. Swad started the company in 1986, but the concept didn't grow exponentially until he began franchising in 2003. Now there are more than 100 stores in eight states.